It's spilling out into the real world too. Jaimie said something that angered Sainsburys- for whom he makes all those lovely blokey ads- and has been forced to issue an apology. And now the word is that Sainsbury's is going to be writing to all of us who own one of their in-store nectar cards to explain how tenderly they love their chickens.
Ever felt you were being got at? Hugh Fearnley-Whittingstall is a very nice chap but if I found him loitering by the chiller cabinet in my local Tesco's and he tried to browbeat me into buying the more expensive cuts (as he did in the film- and I'm amazed Tesco allowed him to do it) I'd get pretty annoyed. A lot of people in Axminster got pretty annoyed too and wrote nasty things about him in the papers- like he was only doing it to big up his own (very expensive) farm shop. Poor Hugh, how he suffered. A prophet is not without honour save in his own country and among his own people.
So? Well I'm a natural contraian but I don't suppose I'm the only viewer who started off supporting Hugh and ended the week wanting to shout, "fuck off, posh boy". Because, see, I'm on Hayley's side. Hayley is the magnificently assertive, single mum who participated in all Hugh's little projects and publicity stunts and was last seen popping into Tesco's for her two factory-farmed birds for a fiver. And she didn't do it sneakily either. All along she stood up to Hugh's blandishments and bullying. Yes, she kept saying (in so many words) it's very sad about the chickens but they are only chickens and free range is for those who an afford it, not me.
(A couple of people on a discussion site Ailz frequents said, "Well look at her, she's fat. She could afford real meat if she laid off the cakes"- which made me really, really cross. Nice one, Hugh, you've set up someone much poorer than you as a national hate figure. Someone poorer and braver.)
But here's the rub- the Devil's equation. Animal cruelty means Hayley's kids can eat meat. Take the cheap chickens off the shelves in Tesco's and the poor can't afford roast dinners. Hugh's had no answer for Hayley except to go all shruggy and teary-eyed and self-pitying. He's a rich man and his pal Jaimie's a rich man and for all their down with the real people blather I just don't think they get it.